Friday, January 7, 2011

Adrian Siu, currently general manager of Adidas Hong Kong, will take on additional responsibility for the South China region beginning in January. The aim is to create a stronger working relationship between the company's Hong Kong and South China operations.

Siu joined Adidas Hong Kong in 2002 and was promoted to the GM role in 2008. Prior to joining the German sports apparel giant, he gained extensive FMCG marketing experience, including a role at Unilever Hong Kong as senior sales manager.

According to Adidas, the management restructure is part of the company's aim to set a bold and ambitious China strategy to create a faster and leaner organisation and regain leadership in Greater China over the next five years.

Adidas Greater China will now be managed under five main geographical areas, including North, East, South, West China and Taiwan.

It is the German footwear brand’s first move into the toning trainer market, in which rival Reebok already has its EasyTone line out.

Reebok last year backed EasyTone with an eye-catching billboard adfeaturing Kelly Brook but was later told by the Advertising Standards Authority not to repeat a different TV campaign, after the ASA ruled Reebok had provided insufficient evidence to back its claim Easytone trainers "toned people's legs and bum more than regular trainers".

Brian Elliott, founder and chief executive of Amsterdam Worldwide, said: "Our team has built one of the most iconic sports fashion brands in the world over the past decade – and done so on the most modest of budgets.

"The decision to resign a piece of business is not an easy one, but strategic, creative, and financial differences with Asics mean we can no longer continue our relationship.

"We wish them well. We will always have great passion and love for the brands, and are proud of our accomplishments together. We have taken both Onitsuka Tiger and Asics a long way, and it's time to move on."

Last year the agency won a Gold Design Lion at the 2010 Cannes Lions Festival for its brand campaign for Onitsuka.

In December Asics launched a pan-European digital campaign to find the face for its Ayami women's sportswear range.